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Managing Electronic Media by Joan Van Tassel

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book-part7

CHAPTER 8

Strategies for Marketing Content

I just believe that the cost of marketing is going to increase and the cost of delivery is going to decrease as the net gets stronger and mass media gets weaker.

Joichi Ito

CONTENTS

Chapter Objectives

Introduction

Marketing Management and Managing Marketing

A Day in the Life of Dorothy Hui

Marketing Strategies

Integrated Marketing Communications (IMC): Reaching across the Wire and the Ether

Defining the Market

Universal Marketing Appeals: The New, the First, the Only, and the New and Improved

Summary

What’s Ahead

Case Study 8.1 The Road to Marketing a Newscast

Case Study 8.2 3, 2, 1 … Launch of a New Web Site

References

CHAPTER OBJECTIVES

The objective of this chapter ...

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